Åström, Jenny-Maria; Sanz, Karim Carroum; Hagström, … - In: International Journal of Business and Economic Sciences … 10 (2017) 3, pp. 18-46
Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the study, the authors keep a qualitative approach: we first...
